BPL Ltd & Sanyo Electric Co. Ltd: An Enduring Alliance

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Case Details:

Case Code : BSTR223
Case Length : 21 Pages
Period : 1982-2006
Organization : Sanyo BPL Pvt. Ltd., BPL Ltd, Sanyo Electric Co. Ltd.
Pub Date : 2006
Teaching Note :Not Available
Countries : India, Japan
Industry : Consumer Electronics

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Sanyo BPL was faced with a competitive environment that was dramatically different from the environment in which BPLL had operated a few years earlier.

In the early 2000s, BPLL was the leading company in the Indian consumer durable market and enjoyed credibility and trust of consumers and dealers. Analysts felt that it could prove to be an uphill task for the new company to earn back this trust, especially among dealers. A management consultant with Abacus, D.K. Sabharwal, commented, "Once you vacate the space, it is extremely difficult for the player to return to the same place in one of the fastest growing markets in the world."

However, according to research conducted by the company, consumers still perceived the BPL brand to be trustworthy but felt that it had lost its dominant position because it had fallen behind in technology...

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In March 2006, SECL announced that it would launch several energy-related products in the Indian market through its subsidiary, Sanyo India, both for individual consumers and commercial establishments.

It was also considering launching products with new technology, like Aqualoop in washing machines, which would clean the water used for rinsing and reuse it in the washing process. The high technology products were to be sold through 2,500 or so outlets that were to distribute BPL CTVs as well. The number of such outlets was to be increased to around 15,000 in one year. In April 2006, the BPL group too was seriously evaluating its businesses and preparing a road map for the future.

The long-drawn-out debt restructuring exercise was successful in reducing the company's debt burden from Rs. 15 billion in March 2003 to Rs. 2.6 billion in March 2006...


Exhibit I: BPL Logo

Exhibit II: About BPL Power Projects Ltd.

Exhibit III: Market Share In The Indian CTV Market - 2001 And 2005

Exhibit IV: BPL Financials

Exhibit V: BPLL's Product Profile In 2005

Exhibit VI: The SANYO Word-Mark

Exhibit VII: The Solar Ark

Exhibit VIII: SANYO's Revival Program

Exhibit IX: SANYO Electric Co.Ltd Financial Information

Exhibit X: Competition in the Indian Consumer Durables Market- 2006

Exhibit XI: SANYO World-Wide Product Profile

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